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Find out more about Charlie: Charlie Papazian is the author of The Complete Joy of Homebrewing, founder of the Great American Beer festival, the American Homebrewers Association and the Association of Brewers. He works, lives and still enjoys making homebrewed beer in Colorado. |
I recently came across a full page advertisement in a Denver Colorado newspaper for a “Belgian-style wheat beer” called “Shock Top.” The advertisement lacked any indication about who brewed the beer.
Let me explain. The ad shows the top 1/2 of the bottle. The small print on the label is not legible. The headline reads in part: “Colorado Brewed. Shock Top Belgian White is the new unfiltered Belgian-style Wheat Ale brewed in Ft. Collins, Colorado…..”
There is no indication anywhere in the ad that the beer is brewed by Anheuser-Busch's Fort Collins brewery. My reaction is to ask, why does a brewery with such a legendary tradition and pride need to confuse the consumer into thinking that this beer may be made by the small local Fort Collins, Colorado brewery named New Belgium Brewery. New Belgium also makes wheat beers called “Sunshine Wheat” and Belgian-style “Mothership Wit?” I simply have to ask the question, “What happened?” Why wouldn't a brewery want to communicate their pride in the beers they make? Putting their names behind the marketing of their beer seems like it should be a number one priority?
That’s it. My thoughts. I’m done.
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